Title:	Models of consumer´s choice
Authors:	Šrédl, Karel Soukup, Alexandr Severová, Lucie
Citation:	E+M. Ekonomie a Management = Economics and Management. 2013, č. 2, s. 4-9.
Issue Date:	2013
Publisher:	Technická univerzita v Liberci
Document type:	článek article
URI:	http://www.ekonomie-management.cz/download/1404723534_8401/2013_2+Models+of+Consumer%C2%B4s+Choice.pdf http://hdl.handle.net/11025/17493
ISSN:	1212-3609 (Print) 2336-5604 (Online)
Keywords:	kardinalismus;ordinalismus;neklasická teorie;institucionalismus;rovnováha;marginalistická analýza
Keywords in different language:	cardinalism;ordinalism;neoclassical theory;institutionalism;equilibrium;marginalist analysis
Abstract in different language:	The article is concerned with the consumer’s choice models and with the determining factors of his/her behaviour particularly according to the attitudes of a neoclassical theory and its modern modifications, which are compared with the concepts of other authors. It contents a short summary of important concepts of a consumer’s choice analysis. The goal of the article is to give a basic survey of attitudes to the analysis of consumer’s behaviour. However, it is especially concerned with the possibilities of the marginalist analytical apparatus use in a consumer’s choice. Consumer’s preferences are viewed as exogenous variables in a neoclassical theory. They are not explained in a framework of the concept but are viewed as given ones. Methodological individualism, rational behaviour, equilibrium and perfect information of a consumer are next features of this concept. Simple precautions are a necessary condition for the model application. Methodological individualism means that principles of individual subjects behaviour are the most important determining factors of model functioning. These subjects abide by the principle of total utility maximizing in given conditions. The concept of equilibrium is static. Perfect information precautions need not be necessarily fulfilled because contemporary concepts of consumer’s behaviour function in the conditions of risk and uncertainty. Institutional concepts of consumption are derived from T. Veblen’s theory of leisure class consumption. Preferences are influenced by the position of a consumer subject in the social hierarchy. Not only preferences, resources and individual behaviour but also social institutions are important factors of consumption in institutionalist concepts. Consumption is also viewed as social behaviour. Psychological aspects of consumer subjects behaviour are also important.
Rights:	© Technická univerzita v Liberci CC BY-NC 4.0
Appears in Collections:	Číslo 2 (2013) Číslo 3 (2013)

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